Da Vinci's Tears Reflect on Hardware Brand Building

Da Vinci's sky-high price furniture incident has caused consumers to question the moral bottom line of the furniture market. It is caused by the people's doubts and concerns about the furniture industry. Da Vinci’s general manager Pan Zhuang-xiu apparently did not have enough preparations to face the crisis. She was eager for Italian and U.S. factory partners to “endorse” it, but foreigners probably know this female Chinese business operator’s operating procedures and promised to attend the on-site press conference is not easy. Do not want to guarantee it and explain too much, foreigners are only willing to say: "The traditional Chinese concept of 100% solid wood represents high quality, but this concept is not necessarily." In the face of the same crisis before, only to domestic dealers It takes economic incentives to wear a pair of trousers. It seems that foreigners are not as good as domestic dealers. Think about it, Sanlu's milk powder three years ago was also a New Zealand shareholder to reflect the quality of food to its Prime Minister, which caught the attention of the global media. Perhaps in western countries' balances, quality is more weighty than the interests and the right to speak.

In the face of media interviews at the press conference and customer questions. The general manager seemed lonely and no one came out for her. Domestic manufacturers in Dongguan have already sold her. She can only use a woman's weak identity as a tragedy card, painful "family history", talking about entrepreneurship is not easy. Ask everyone to give Leonardo a chance. When Da Vinci said that if the media friends are willing to go to Italy to personally inspect Da Vinci furniture agency brand manufacturers, Da Vinci furniture is willing to accompany the entire process. But when the participants mentioned who was going to pay, they were silent. In Feng Qingyang’s view, the biggest flaw of this battle is that it did not make the worst plan for the crisis and it was still thinking about the benefits of deception. So in the face of unexpected difficulties, they are immediately helpless.

This could not help but lead us to a few reflections on domestic brands:

First, domestic high-end brands often use consumer beliefs about foreign brands. On the one hand, consumers do not trust the quality and quality of domestically produced products. On the other hand, consumers place blind trust in foreign brands. In this regard, we did eat a lot of losses, compared with foreign brands. The domestic brands do not have the history of foreign brands and the long-term operation of the brand, so we also lack relevant experience in brand management. Although in recent years, by grafting some foreign training courses, our awareness and understanding of the brand have been improved, but it is only just fur. We have only stayed on the brand awareness, did not deepen to how to establish a brand reputation and loyalty.

Domestic brands have also been established in various industries in the past decade or so. We cannot fully understand which brands have stricter and more serious quality control. As soon as the crisis came, it should have proved that the phrase "returned tide, and I knew who was not wearing swimming trunks!" It is a long process to wait for the time to verify. This is in fact a continuous sacrifice of the interests of some consumers, because only when they are defrauded, they will know who the “bad guys” are.

Second, we lack the strategic brand market environment Why Da Vinci can "export to domestic sales", the relevant departments of our market monitoring actually "in name only." Did not play the role of check for the consumer. An accident has also failed to recover losses for consumers. The lack of responsibility of the competent authority makes it possible to do “false”. A good system is an opportunity for the bad guys to not do bad things, and the current supervisory dereliction of duty has no accountability mechanism.

Over the years, how many people around us have started from fraud. Behind the shanzhai cargo is our eyes on the protection of intellectual property rights. From the fake brand clothing factories in the coastal areas to the food handicraft workshops in the Mainland. Many frauds are conducted under the eye of the government because they have only led to employment and increased taxes. Behind the pretext of hurting the local economy is the loss of official profits. Since there is such a fake market, so much money. So who is willing to do it really. If economic interests determine the superstructure, Feng Qingyang believes that the group of beneficiaries determines the rules of the game. The result is that real goods are no longer true, and fakes are more popular. three. A brand is a belief and a promise. The overdraft of a fake brand is the future and credit of the industry.

In fact, genuine anti-counterfeiting should rely on industry associations. Consumers do not know how deep water is in an industry. Take this Leonardo da Vinci crisis, overdraft is the credit of the entire furniture industry. Just like the Sanlu milk powder incident, not only was Sanlu bankruptcy. Mengniu and Yili also suffered from it. Spending so much money and advertising costs allow consumers to rebuild their confidence in dairy products. Feng Qing Yang believes that the furniture industry will use more funds to rebuild its reputation. Especially for high-end furniture, the brand value that was previously established with huge advertising fees was undoubtedly greatly reduced and even went into the drain.

The brand building has a long way to go, and it requires the brand consciousness to pass on, until the efforts of generation after generation. Good brands rely more on consumer communication. He stimulates the desire of too many entrepreneurs because no good brand can't do the top few in the industry. But he also let many entrepreneurs daunted, because the profit of fraud is too rich, to conscience to make money easier and faster. So when distant strategies become obscure, more people are looking at the immediate interests. Branding requires entrepreneurs' righteousness and social responsibility. At the same time, we cannot allow entrepreneurs who truly brand to be alone. Feng Qing Yang believes that when all consumers support brands and intellectual property rights, when laws and regulations crack down on counterfeit goods more severely, Chinese brands are international brands!